B2B Sales Trends

Global Performance Group
  • 5.0 (3)
  • BUSINESS
  • UPDATED WEEKLY

This podcast is dedicated to sales leaders in the B2B space, where we share conversations about innovative and successful sales transformations to keep you up to date on the latest trends that will help you to effectively tackle the challenge of constructing and executing a profitable and sustainable sales process.

  1. 114. The Future of B2B Sales: AI, Complex Deals, and Enterprise Buying

    15H AGO

    114. The Future of B2B Sales: AI, Complex Deals, and Enterprise Buying

    B2B sales is changing fast - and AI in sales is raising the bar for every seller. Roli Agrawal of NTT Data explains how modern enterprise sales, complex B2B deals, and evolving buyer behavior are reshaping how sellers create value in today’s market. The future of B2B selling isn’t about pushing harder - it’s about helping buyers think better. Host Harry speaks with Roli about how AI in sales, sales enablement, and sales leadership are redefining how high-performing teams navigate complex decisions and win enterprise deals. 🔗 Explore more insights: https://www.globalperformancegroup.com/ 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ ⏱️Timestamps 00:00 – Why B2B sales is getting harder in complex enterprise sales cycles 04:30 – How enterprise sales buying behavior has changed 07:48 – Rethinking discovery in modern consultative selling 10:14 – Why complex B2B deals are lost to indecision 17:13 – The real impact of AI in sales on sellers and buyers 24:18 – Sales leadership and sales transformation in modern organizations You’ll learn: – Why modern B2B sales strategy must adapt to new buying behavior – How AI in sales is changing seller expectations – Why complex enterprise deals stall - and how to move decisions forward – How sales coaching and sales leadership drive real sales transformation 💡 Key Takeaways - Complex B2B deals are often lost to indecision, not competitors - because organizations struggle to align stakeholders. - Modern sellers must move from information sharing to hypothesis-led discovery to create real buyer value. - AI in sales raises the bar - sellers must rely more on judgment, context, and decision guidance. - Winning enterprise sales requires helping buyers navigate uncertainty and competing priorities. - Real sales transformation happens through leadership, coaching, incentives, and role modeling - not strategy decks. About Guest Roli Agrawal is Chief of the CEO Office, AI Strategy and Sales Transformation at NTT Data. She leads global initiatives helping organizations adapt their enterprise sales strategy, sales enablement, and AI adoption in complex B2B environments. At NTT Data, Roli works at the intersection of AI in sales, sales leadership, and sales transformation, helping global teams navigate increasingly complex buying environments and enterprise decision systems. Connect with Roli Agrawal on LinkedIn: https://www.linkedin.com/in/roli-agrawal-1347914/ If this episode sparked new thinking, share it with your team. 🎧 Subscribe for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at https://www.globalperformancegroup.com/ 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ 🎙️ Want to Be a Guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go-to-market strategy. If that’s you - or someone you recommend - submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/

    39 min
  2. 113. Sales Leadership Secrets: Fix Your Sales Pipeline Management

    5D AGO

    113. Sales Leadership Secrets: Fix Your Sales Pipeline Management

    ales leadership and sales pipeline management determine whether B2B teams create real revenue growth - or simply stay busy. In this episode of the B2B Sales Trends Podcast, Andreas Hammer shares why many sales organizations work harder than ever yet still struggle to deliver consistent results. Host Harry sits down with Andreas Hammer, SVP Global Sales at YAGEO Group, to explore how modern sales leaders turn strategy into execution. From customer prioritization and pipeline discipline to leadership mindset shifts, Andreas explains how focused sales management drives long-term growth. This conversation unpacks the leadership decisions that shape high-performing B2B sales teams- and why the most effective leaders stop measuring activity and start managing impact. 🔗 Explore more insights: https://www.globalperformancegroup.com/ 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ ⏱️Timestamps 00:00 – Why most B2B sales teams stay busy but miss revenue growth 02:00 – Modern sales leadership challenges in B2B sales organizations 04:05 – Prioritizing customers: key account management vs small deals 07:20 – Sales strategy and forward-looking pipeline generation 09:35 – The role of sales forecasting, KPIs, and pipeline metrics 16:45 – Leading long-term sales transformation and coaching teams You’ll learn: – Why being busy is not a sales strategy – How leaders prioritize customers for real revenue growth – The role of sales pipeline management in scaling B2B organizations – How great leaders move from “super seller” to strategic coach 💡 Key Takeaways • Sales teams often confuse activity with progress—true sales leadership focuses time on the highest-impact opportunities. • Strategic sales pipeline management requires a forward-looking view of customer potential, not just past revenue performance. • Clear KPIs and consistent reviews are essential to turning sales strategy into daily execution. • Long-term sales transformation requires coaching, communication, and new habits across the organization. • The best sales leaders stop acting like “super account managers” and focus on developing their teams. About Guest Andreas Hammer is SVP Global Sales at YAGEO Group, a global leader in electronic components. Known for building high-performing global sales organizations, Andreas specializes in sales strategy, pipeline management, and scalable B2B revenue growth. Connect with Andreas Hammer on LinkedIn: https://de.linkedin.com/in/andreas-hammer-21a5221 If this episode sparked new thinking, share it with your team. 🎧 Subscribe for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at http://www.globalperformancegroup.com/ 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ 🎙️ Want to Be a Guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go-to-market strategy. If that’s you - or someone you recommend - submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/

    27 min
  3. 112. Customer Centricity in B2B Sales: Why Partner-Enabled Selling Wins

    MAR 10

    112. Customer Centricity in B2B Sales: Why Partner-Enabled Selling Wins

    Business pain points in complex B2B deals often stem from misalignment between direct sellers, partners, and the wider customer ecosystem - not from the product itself. In this episode, we examine how B2B sales strategy, leadership skills, and customer centricity influence whether enterprise opportunities move forward or stall. On the B2B Sales Trends Podcast, Harry speaks with John Carey, SVP Global Channels at SAS, about how leading organizations structure collaboration between direct sales teams and partners to solve meaningful customer challenges. John shares practical perspectives on navigating channel conflict, clarifying ownership in hybrid sales environments, and building the trust and alignment required to execute complex enterprise deals successfully. You’ll learn: – Why unclear ownership creates hidden business pain points in enterprise deals – Why clear account segmentation is the starting point for effective partner engagement – The leadership skills required to run a successful partner ecosystem – Why customer centricity must guide collaboration across the sales and partner ecosystem ⏱ Timestamps 00:00 – Why business pain points often come from partner misalignment 01:27 – John Carey on leading global channels at SAS 04:01 – The real pressure behind modern B2B sales strategy 05:50 – A real-world example of channel conflict in enterprise deals 10:09 – Customer centricity as the foundation of partner collaboration 15:05 – Sales enablement: segmentation and partner role clarity 30:15 – Leadership skills top performers use to close complex deals 💡 Key Takeaways - Alignment beats ownership. Modern enterprise deals require coordinated ecosystems of sellers, partners, and technical teams. - Segmentation drives clarity. Clear account segmentation determines which partners should be involved and why. - Customer centricity is the anchor. When every stakeholder aligns around customer outcomes, channel conflict decreases dramatically. - Great sellers actively test whether their deals will fail early to improve forecasting and focus on real opportunities. - Trust plus technical capability wins. Partners succeed when they combine relationship credibility with implementation expertise. About Guest John Carey is SVP of Global Channels at SAS, where he leads global partner strategy and ecosystem development. Known for building high-impact partner programs, he helps organizations align direct sales teams, channel partners, and technical experts to deliver complex enterprise solutions. Connect with John Carey on LinkedIn: linkedin.com/in/johnmichaelcarey If this episode sparked new thinking, share it with your team. 🎧 Subscribe for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at http://www.globalperformancegroup.com/ 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ 🎙️ Want to Be a Guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go-to-market strategy. Submit a guest application here: 👉 https://globalperformancegroup.com/guest-submission/

    34 min
  4. 111. Enterprise Sales Strategy: Why Ecosystem Collaboration Wins Deals

    MAR 5

    111. Enterprise Sales Strategy: Why Ecosystem Collaboration Wins Deals

    Enterprise sales today demands customer-centric selling. SAP Global GTM leader Laz Uriza explains why modern enterprise deals depend on ecosystem collaboration, consultative selling, and stakeholder management across complex organizations. On the B2B Sales Trends Podcast, Harry sits down with Laz Uriza, Global GTM Leader for SAP Business Technology Platform, to explore how enterprise selling is evolving in a world of ecosystems, AI, and recurring customer success models. Rather than pushing individual solutions, modern sellers must coordinate across partners, platforms, and stakeholders to deliver real customer outcomes. As Laz explains, the future of enterprise sales is collaborative, customer-centric, and deeply human. 📘 Get the 26 Sales Trends for 2026 report: https://globalperformancegroup.com/26-sales-trends/ ⏱ Timestamps 00:00 – Why enterprise sales changed in the cloud era 04:00 – Customer-centric selling in modern enterprise deals 08:20 – Risks of pushing solutions before stakeholder alignment 12:05 – Consultative selling inside multi-vendor ecosystems 16:40 – Sales enablement, leadership and coaching modern sellers 21:30 – The future of enterprise sales and ecosystem GTM strategy You’ll learn: – Why customer-centric selling is replacing traditional enterprise sales tactics – How consultative selling and stakeholder management shape modern deals – Why sales enablement and leadership development are critical for future sellers – How SAP’s GTM strategy approaches ecosystem-driven enterprise sales 💡 Key Takeaways • Enterprise sales has fundamentally shifted to customer success. Vendors now win when customers consume and succeed with the solution, not just when contracts are signed. • Customer-centric selling requires ecosystem collaboration. No vendor solves enterprise problems alone - partners, platforms, and trusted advisors must align around outcomes. • Feature-driven selling is losing relevance. Modern sellers must understand business processes, strategic initiatives, and the broader technology landscape. • Leadership and enablement must evolve. Sales organizations need proactive coaching, role-play training, and deeper sales enablement - not reactive training after missed quarters. • Human skills are becoming more important in AI-driven selling. Listening, empathy, and relationship building now differentiate elite enterprise sellers. About Guest Laz Uriza is Global Go-To-Market Leader for SAP Business Technology Platform (BTP). He focuses on building enterprise GTM strategies that help organizations integrate platforms, partners, and data ecosystems to drive real business transformation. Known for his perspective on ecosystem-driven selling, Laz works at the intersection of enterprise sales strategy, customer-centric selling, and global GTM leadership. Connect with Laz Uriza on LinkedIn: https://www.linkedin.com/in/lazarouriza/ If this episode sparked new thinking, share it with your team. 🎧 Subscribe for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at: http://www.globalperformancegroup.com/ 📘 Get the 26 Sales Trends for 2026 report: https://globalperformancegroup.com/26-sales-trends/ 🎙️ Want to Be a Guest on B2B Sales Trends? We feature senior B2B sales leaders and GTM executives shaping modern sales strategy. Submit an application: https://globalperformancegroup.com/guest-submission/

    35 min
  5. 110. Why Buyers Don’t Decide in B2B Sales | Sales Strategy Explained

    MAR 3

    110. Why Buyers Don’t Decide in B2B Sales | Sales Strategy Explained

    Why B2B deals stall isn’t about competition - it’s about buyer indecision. Consultative selling, value-based selling, and traditional B2B sales strategy fail when sellers focus on solutions instead of driving buyer decisions. Harry breaks down why sales momentum disappears even in engaged deals. Buyers don’t go quiet because they lack information - they stall because they haven’t resolved the consequences of change. When the cost of inaction isn’t made explicit, doing nothing feels rational. For sales leadership teams, sales coaching cultures, and anyone serious about modern B2B selling, this is a reset on how to create urgency without pressure. 🔗 Explore more insights: https://www.globalperformancegroup.com/ ⏱ Timestamps 00:00 – Why B2B deals stall 02:10 – Why consultative selling alone isn’t enough 04:30 – Outcome-based selling vs solution selling 07:45 – Stakeholder management at senior level 10:20 – Sales discovery questions that surface business pain points 13:40 – Creating sales momentum by clarifying the cost of inaction You’ll learn: – Why sales momentum comes from resolution, not excitement – How to elevate sales discovery beyond surface business pain points – What outcome-based selling requires in senior stakeholder conversations – How to surface the cost of inaction without damaging trust 💡 Key Takeaways - Buyers don’t disappear because of competition. They stall because indecision feels safer than change. - Reassurance does not resolve hesitation. Strategic clarity does. - Value-based selling only works when tied to financial and strategic consequences. - Stakeholder management requires moving conversations to trade-offs and timing - not features. - The real role of consultative selling is facilitating decisions, not presenting solutions. If this episode sparked new thinking, share it with your team. 🎧 Subscribe for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at http://www.globalperformancegroup.com/ 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ 🎙️ Want to Be a Guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go-to-market strategy. If that’s you - or someone you recommend - submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/

    6 min
  6. 109. Enterprise Sales Strategy: How References Shorten Deals

    FEB 26

    109. Enterprise Sales Strategy: How References Shorten Deals

    Enterprise sales strategy today isn’t about louder pitches - it’s about trust. Jan Duthoo (CRO EMEA, SAP SuccessFactors) explains how embedding customer references into every stage of the sales process can transform win rates, accelerate sales performance, and strengthen customer retention strategy. In this episode of B2B Sales Trends, Harry speaks with Jan about building a repeatable, reference-driven enterprise sales strategy. Rather than using references as a late-stage tactic, Jan shares how his teams embed them across the full sales funnel - from cold outreach to legal negotiations. 🔗 Explore more insights: https://www.globalperformancegroup.com/ ⏱ Timestamps 00:00 – Why enterprise sales has become harder 04:50 – Turning customer advocacy into enterprise sales strategy 09:30 – How references shorten sales cycles & improve sales performance 15:10 – Using storytelling in sales enablement and relationship selling 24:40 – Coaching sales leadership to build reference habits 38:40 – The 3 skills that separate elite enterprise sellers You’ll learn: – How to operationalize customer advocacy inside your sales enablement motion – Why reference selling improves sales process optimization and sustainable revenue – How strong customer retention strategy fuels new enterprise sales – The leadership behaviors that build trust at scale 💡 Key Takeaways - Customer references should be embedded across the full enterprise sales strategy - not saved for the final negotiation. - Reference-driven selling increases win rates and shortens sales cycles by shifting the conversation from features to outcomes. - Sales leadership must model the behavior: build your own reference stories and lead by example. - Sustainable revenue and 90%+ renewal rates are reinforced by consistent customer touchpoints. - Elite enterprise sellers master three things: listening deeply, building domain content expertise, and maintaining disciplined pipeline management. 👤 About the Guest Jan Duthoo is Chief Revenue Officer EMEA at SAP SuccessFactors, leading one of the largest HR cloud portfolios globally. He oversees sales, pre-sales, value advisors, business development, and customer success teams across a highly complex international region. Jan specializes in building high-performance enterprise sales organizations focused on customer advocacy, sales enablement, and long-term sustainable revenue. Connect with Jan Duthoo on LinkedIn: https://www.linkedin.com/in/janduthoo/ If this episode sparked new thinking, share it with your team. 🎧 Subscribe for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at http://www.globalperformancegroup.com/ 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ 🎙️ Want to Be a Guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go-to-market strategy. If that’s you - or someone you recommend - submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/

    44 min
  7. 108. Why Expertise Alone Doesn’t Close Deals in Healthcare Sales

    FEB 24

    108. Why Expertise Alone Doesn’t Close Deals in Healthcare Sales

    Outcome-based selling in healthcare sales is the difference between educating your buyer and actually moving the deal forward. In this episode, Harry sits down with Simona Grandits, VP EMEA at QIAGEN and newly selected EU Women Leaders 2026 cohort member, to explore how modern healthcare sales leaders balance scientific credibility with commercial discipline - without losing momentum. Simona shares how consultative selling, customer centricity, and disciplined stakeholder management must work together to drive real sales performance in complex healthcare and medical device sales environments. She reflects on what disciplined sales leadership truly requires across Europe, the Middle East, and Africa. 🔗 Explore more insights: https://www.globalperformancegroup.com/ ⏱️ Timestamps 00:00 – Why outcome-based selling matters in healthcare sales 03:45 – When expertise kills momentum in medical device sales 09:10 – The danger of skipping sales discovery questions 15:00 – Confidence in selling: handling price & budget conversations 22:40 – Sales leadership, stakeholder management & scaling performance 29:30 – The future of sales: transformation in healthcare You’ll learn: – How to use outcome-based selling without losing relationship selling – Why sales discovery questions often get skipped (and what it costs) – How confidence in selling changes difficult budget conversations – What modern sales leadership looks like in healthcare sales – Why the future of sales requires both empathy and commercial control 💡 Key Takeaways - Expertise builds trust - but without commercial intent, it slows momentum. - Outcome-based selling keeps conversations anchored to impact, not features. - Sales discovery questions are simple - yet often avoided. - Confidence in selling is less about dominance and more about clarity. - The future of sales in healthcare demands transformation, not just innovation. 👤 About the Guest Simona Grandits is VP EMEA at QIAGEN, leading commercial operations across Europe, the Middle East, and Africa in the healthcare and life sciences space. She specializes in building high-performing medical device sales teams that balance scientific expertise with commercial discipline. Simona was recently selected as one of the EU Women Leaders 2026 - a highly competitive initiative recognizing 20 outstanding women across Europe from over 1,500 applicants across public and private sectors. You can view the announcement here: https://www.linkedin.com/posts/carol-constant_all-20-activity-7430189473377853440-SmTH?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAG-SA4BAe8LLkM02b3JmhFFQqNxDUUFNyU This recognition reflects not only Simona’s commercial leadership in healthcare sales, but her growing influence in shaping the future of European board and executive leadership. Connect with Simona Grandits on LinkedIn: https://www.linkedin.com/in/simona-grandits-global-leader-emea-diagnostics-pharma-managing-director/ If this episode sparked new thinking, share it with your team. 🎧 Subscribe for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at http://www.globalperformancegroup.com/ 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ 🎙️ Want to Be a Guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go-to-market strategy. If that’s you - or someone you recommend - submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/

    39 min
  8. 107. Product-Led Growth at Navan: Why Not Every Signup Deserves a Sales Call

    FEB 19

    107. Product-Led Growth at Navan: Why Not Every Signup Deserves a Sales Call

    Product led growth isn’t about generating more leads - it’s about deciding who deserves a conversation. In this episode, we unpack how Navan approaches lifetime value optimization, balances CAC to LTV, and uses product qualified leads to increase sales efficiency while scaling sales teams intelligently. The real challenge in modern B2B selling isn’t demand - it’s focus. In this episode of the B2B Sales Trends Podcast, Harry Kendlbacher sits down with Amit Shalev, VP of Growth at Navan, to explore how product signals, data, and human judgment work together in a high-volume product led growth model. 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ 🔗 Explore more insights: https://www.globalperformancegroup.com/ ⏱ Timestamps 00:00 – Why product led growth breaks without prioritization 04:18 – The “activity trap” hurting sales efficiency 08:40 – CAC to LTV and lifetime value optimization in SMB sales 13:25 – What makes a Product Qualified Lead (PQL)? 18:05 – AI in sales & automating repetitive work (without losing the human touch) 24:35 – Leadership, empathy & scaling sales teams the right way You’ll learn: – Why not every inbound signup deserves a sales conversation – How CAC optimization and lifetime value should guide scaling decisions – When AI in sales increases efficiency - and when it shouldn’t replace people – How product qualified leads help sales teams focus where they add value 💡 Key Takeaways - Product-led growth requires disciplined prioritization - not more activity. - CAC to LTV is the economic guardrail for scaling sales teams sustainably. - Product signals should determine when human intervention creates value. - AI in sales should remove repetitive work, not remove the human connection. - High-volume environments demand clarity, not more effort. About Guest Amit Shalev is VP of Growth at Navan, where he leads the SMB revenue engine at the intersection of product led growth and sales strategy. He specializes in using product qualified leads, CAC to LTV modeling, and data-driven prioritization to scale sales teams without unnecessary headcount growth. Connect with Amit Shalev on LinkedIn: https://www.linkedin.com/in/amitshalev/ If this episode sparked new thinking, share it with your team. 🎧 Subscribe for weekly insights on modern B2B sales, leadership, and performance. 🔗 Explore more at http://www.globalperformancegroup.com/ 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ 🎙️ Want to Be a Guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go-to-market strategy. If that’s you - or someone you recommend - submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/

    29 min
See All (115)

Ratings & Reviews

5
out of 5
3 Ratings

About

This podcast is dedicated to sales leaders in the B2B space, where we share conversations about innovative and successful sales transformations to keep you up to date on the latest trends that will help you to effectively tackle the challenge of constructing and executing a profitable and sustainable sales process.

Information

  • Creator
    Global Performance Group
  • Years Active
    2020 - 2026
  • Episodes
    115
  • Rating
    Clean
  • Copyright
    © All rights reserved
  • Show Website
    B2B Sales Trends

You Might Also Like